How to Do Local SEO Audits: A Complete Guide
Local SEO is an invaluable asset for businesses looking to reach nearby customers. However, just like any marketing strategy, it needs regular check-ins to ensure you’re reaching the right audience effectively. That’s where a local SEO audit comes in! This comprehensive guide will walk you through every step to conduct an audit that can help your business appear more prominently in local search results, connect with customers nearby, and grow effectively. Read our in depth blog on what Local SEO is here.
Introduction to Local SEO Audits
As a small business, standing out in your local community is critical. Yet, competing in a digital space filled with larger, more resourced companies can be challenging. Local SEO audits allow you to maximise visibility within a specific geographic area by ensuring your online presence is optimised for local searchers. In this guide, we’ll dive into every step to help you succeed in local SEO, regardless of your experience level.
Why Local SEO Audits are Essential for Small Businesses
Whether you’re a corner café, a family-run shop, or a specialist service provider, small businesses benefit tremendously from strong local SEO. Here’s why a regular local SEO audit is essential:
- Helps you stay competitive: Knowing what your competitors are up to can reveal growth opportunities.
- Ensures accuracy: Inconsistent contact information across platforms can confuse customers.
- Builds trust: A robust local presence with reviews and accurate data helps foster trust.
Setting the Foundation for Your Local SEO Audit
Defining Your Target Local Audience
Knowing whom you’re trying to reach is a fundamental step. Think about your ideal local customer: Where do they live? What are their preferences? Understanding these factors will guide you in aligning your website and content with local search intent.
Analysing Competitors in Your Local Area
Conduct a quick audit of your top competitors’ online presence. Notice how they rank for local keywords, the types of backlinks they have, and the structure of their Google Business Profile. This initial competitor analysis offers insights into what’s working for them – and where you can gain an edge.
Gathering Necessary SEO Tools for Local Analysis
A successful SEO audit relies on the right tools. Here are a few essential ones for local SEO:
- Google Business Profile (GBP): Vital for managing your business information on Google.
- Ahrefs/Moz/SEMrush: Useful for keyword tracking, backlink analysis, and competitor insights.
- BrightLocal: A dedicated tool for local SEO that offers citation management and rankings tracking.
Step-by-Step Guide to Conducting a Local SEO Audit
Step 1: Verify Your Google Business Profile
Claiming and Optimising Your Listing
Your Google Business Profile (GBP) is often the first point of contact for local customers. If you haven’t already, claim and verify it. Make sure all details, from business hours to services, are accurate and up to date.
Ensuring Accurate NAP (Name, Address, Phone) Details
One of the most important aspects of local SEO is NAP consistency. Check that your name, address, and phone number are consistent across all online platforms. Inaccuracies can impact your local rankings and may confuse customers.
Step 2: Analyse Local Keyword Performance
Using Google Keyword Planner for Local Keywords
Start with Google Keyword Planner to identify terms relevant to your business and location. Look for search volume and competition level for keywords like “[service] near me” or “[business type] in [city].”
Identifying Competitor Keywords and Gaps
Understanding the keywords that competitors rank for can help identify opportunities. Tools like Ahrefs and SEMrush allow you to compare keyword strategies and find gaps that you can target to reach local customers.
Step 3: Evaluate On-Page SEO for Local Pages
Optimising Meta Titles, Descriptions, and URLs
Ensure your meta titles and descriptions include local keywords and are written to attract clicks. A simple change, like adding your city or area to the title tag, can make a difference in local searches.
Localising Content with Geo-Specific Keywords
Incorporate geo-specific terms naturally within your website content. Instead of generic terms, try “plumber in Brighton” or “café near Liverpool Station.” This localisation makes it clear to search engines and customers that your business serves specific areas.
Creating Location Pages for Multi-Area Businesses
If you serve multiple areas, consider creating a unique page for each location. Include relevant information, such as services specific to that area, to increase relevance in local searches.
Step 4: Assessing Your Site’s Mobile Friendliness
Using Google’s Mobile-Friendly Test
More than half of local searches happen on mobile devices, so ensuring a mobile-friendly website is essential. Use Google’s Mobile-Friendly Test to identify any issues and make necessary improvements.
Enhancing Mobile Usability for Local SEO
Beyond being mobile-friendly, consider user experience aspects like easy navigation, fast load times, and accessible contact buttons. These small adjustments can improve customer satisfaction and SEO rankings.
Step 5: Audit Your Local Backlinks and Citations
Analysing Local Citation Consistency
Citations, or mentions of your business on other websites, should be consistent. Local directories, niche forums, and regional blogs are excellent sources for these mentions. Tools like BrightLocal can help identify inconsistencies.
Evaluating Link Quality from Local and Niche Sources
Backlinks from reputable, location-specific websites (like a local newspaper or community blog) can significantly boost your local SEO. Review the quality of your backlinks and consider reaching out to local sites for guest posting or partnerships.
Boosting Local SEO Performance with Actionable Insights
Improving Page Speed for Better User Experience
Tools for Page Speed Analysis
Use tools like Google PageSpeed Insights or GTmetrix to measure your website’s loading speed. A faster site can lower bounce rates and improve user experience.
Techniques to Enhance Page Speed
Optimise images, enable browser caching, and minify CSS/JavaScript to speed up your website. This is particularly important for mobile users who might be using slower data connections.
Increasing Engagement with Localised Content
Creating Content Specific to Local Events or News
Writing blog posts about local events or news establishes a connection with your community. Share news, upcoming events, or community projects to build engagement.
Developing a Content Plan Around Seasonal Trends
Plan content around local seasons or holidays. For instance, a café could share winter recipes, while a landscaping company could offer seasonal lawn care tips.
Advanced Tactics for Local SEO Success
Leveraging Structured Data for Local SEO
Implementing Schema Markup for Location and Business Type
Schema markup helps search engines understand your business type and location. Adding location-specific schema can help your business appear in rich results.
Testing Schema Markup for Correctness
Use Google’s Structured Data Testing Tool to verify that your schema markup is error-free and functioning correctly.
Optimising Reviews and User Engagement
Encouraging Customer Reviews on Local Platforms
Encourage happy customers to leave reviews on your Google Business Profile, Yelp, and other platforms. Reviews are crucial for trust and play a significant role in rankings.
Responding to Reviews and Engaging Locally
Take time to respond to all reviews, whether positive or negative. Show appreciation for feedback and address any concerns politely to build a positive reputation.
Finalising Your Local SEO Audit: Reporting and Tracking
Building an Audit Report for Future Local SEO Efforts
Compile your findings and actions into a local SEO report. This report will serve as a benchmark for future audits and highlight areas for improvement.
Setting Up KPIs to Monitor Local SEO Improvements
Define KPIs such as keyword rankings, website traffic, and customer engagement to track your progress. Monitoring these metrics regularly will help you gauge the success of your local SEO efforts.
Conclusion
Performing a local SEO audit can seem like a daunting task, but the rewards are worth it! By following each step, you’ll gain clarity on what’s working and what needs improvement. A strong local SEO presence allows you to stand out in your community and make your business more accessible to the people who matter most—your local customers.
FAQs
A local SEO audit assesses your business’s online presence to improve visibility in local search results.
Aim for every six months or after significant changes to your website.
Popular tools include Google Business Profile, Ahrefs, and BrightLocal.
Local SEO improves visibility among nearby customers, increasing foot traffic and sales.
Local SEO targets local search intent, while regular SEO targets broader keywords.
Results can take several weeks to months, depending on competition and effort.
